Moving to the Beat of Rising Trends

Pivoting Product Usage During the Pandemic

THE BRIEF

A household brand for muscular and joint pain, the brand hit a snag during the pandemic with restrictions on sports, travel and outdoor activities, directly affecting the demand for their products.

In lieu of the situation, the brand had to pivot the message towards indoor usage, while staying true to their active, on-the-go brand positioning.

THE STRATEGY

Riding on the rising trend of online workouts, we proposed a campaign that features 3 distinct sport activities with a message to encourage people to stay active at any time and any place. We also ensured the selection of activities reflect the brand’s “Anytime, Anywhere” ethos of convenience, where no complicated equipment nor specific setting are required for the workout.

The campaign was rolled out with a two-part video for each sport that features a thematic content of staying active at home, in the format of an easy-to-follow workout tutorial. Viewers were also encouraged to submit their own creative photo or video participating in the activities as a pledge to join our campaign.

RESULTS